Confirmatory Factor Analysis Theory
Having identified the clear factors, the next step is to confirm the factor structure. Structural equation modelling (SEM) was used to perform a confirmatory factor analysis on the proposed model. As can be seen, the model consists of a seven structure. Specifically the structure consists of variables (Economic value, Development Value, Psychological Value, Social Value and Functional Value, Employer brand perceived by employees, Employer brand experienced by employees, Behavior at work, Employee satisfaction, Employee Commitment and Intention to stay), There are a number of tests to ascertain whether an SEM model fits the observed data. The chi-square (χ2 ) test provides a statistical test of the null hypothesis that the model fits the data, …show more content…
Validity refers to the degree to which the questions measure what they are measuring. Validity of questionnaires can be pilot-tested to eliminate and identify any occurring problems before administering the questionnaire. Another way of ensuring validity is to use questions from previous researches. In this research, the pilot-testing method of research was used to ensure validity was found to be the most suitable option for exploratory research. (Malhotra and Birks, 2007, 159.)
Checking the reliability and validity of the research instrument is more important before starting any kind of analysis , especially in respect of conducting multivariate analysis with Structural equation modeling(Dillon,W.R and M.Goldstein 1984:Hair et al,2010),validity testing means testing the instrument whether it has the ability to measure what it intends to measure. The two forms of validity testing are 1) content validity 2) Construct validity.
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To achieve the best possible content validity, a comprehensive literature review was conducted to grasp the essence of brand and roots of Employer Branding via the resource-based view.
Content validity refers to the degree to which a research instrument accurately represents the specific dimensions of a research construct it purpose to examine. By doing so the content validity addresses the adequacy of the research instrument. The opinion .was collected from panel members comprising of experts in the fields of statistics and marketing to decide the content validity of the questionnaire. Their suggestions were incorporated in order to cover subject
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